Digital advertising and marketing: only the best ideas worldwide, since 2003

Tag archives: ecommerce

Uniqlo has just launched a new microsite to present it Women collection. The world they picture this time is all pink and you can’t help thinking about Barbie with a touch of Pink Panther.

The project focus is on delivering a nice experience that drives online sales. The tecnique is the same they used a few weeks ago for the parka collection: a cool intro animation that provides an overview of the collection and gets consumers’ attention, and then a flat yet nicely done slideshow with all the models to click, discover and purchase.

H&M has launched a new section of its ecommerce website to promote and sell its home collection. It’s a pretty basic website, but it still represent a good reference as it contains all the elements that contribute to a positive online shopping experience.

First of all the website features beautiful high-quality photographs. But the real added value in the product presentation is represented but the fact that all the items are put into context. You don’t simply browse a series of tableclothes, dishclothes and pillows but you actually see how they will look like in an ideal kitchen or living room.

I love the crazy and happy mood of the latest Uniqlo online marketing campaign. From the very first second the website is able to generate a positive vibe and the curiosity to checking out the product and the photos of the testimonials wearing it begins spontaneously.

From Sweden, a great example of interactive banners that take full advantage of the power of online media. Depending on the weather conditions in the city where you are connecting from, you get a different recommendations on the jacket you should wear.

Basically the rich media recognizes your IP address and it’s able to connect and match a weather forecast service with the product database. What is also smart is the fact that you can type your next destination, getting both the weather conditions and therefore the suggested product to wear there.

From Japan, a very good project that mixes branding and e-commerce in a smart and creative way. The PlayMuji calendar displays everyday a different product, with a video that either shows its characteristics, how to use it or simply provides you with a closer look into its shapes.

You can only discover a product per day, but of course the archive is always available to browse. A nice goodie is also offered: you can download the screensavers that replicates the website.

I’m not exactly a fashion victim, but there are a bunch of fashion & lifestyle websites that represent a weekly must in my navigation agenda. Two of them, Yoox and Dazed Digital, have recently relaunched with a new look and improved features and functionalities.

Yoox is Italian, so I write about it with a touch of pride. In my opinion it’s the best ecommerce store for fashion. They offer very good deals, user experience before and after the purchase is great, browsing through products is easy and smartly conceived to drive compulsary shopping and, last but not least, you can even pay with Paypal, which is a detail but, for me, makes the difference. The new version they launched a few weeks ago is simply amazing. They managed to improve a site that was already almost perfect, changing the navigation and adding new products to the inventory. I can’t help feeling a bit worried for my bank account…

There are plenty of mini-sites out there to create branded and personalized Xmas cards and/or to promote exclusive Xmas deals. However, I bet you still haven’t seen anything as mental as the Cupido site.

Before giving you the link, I have to warn you Cupido is a Norwegian sexy shop… don’t expect to find the “regular” Xmas decorations nor to meet a “regular” Santa Claus… and yes, you will find some interactive nudity, with a touch of sense of humor…

Hamleys is one of my favourite stores in London, so when I read they were relaunching their site, the news got my attention, even if I’m no longer a kid since a “couple of years”… Their online marketing plan focuses on a mini-site that grabs kids and mums’ attention with an advergame and a virtual tour of the e-commerce store. The advergame, called The Magic Toy Factory, is a sort of brick/tetris replica… it’s very simple to play (it’s for kids! but also quite addictive…
On the other side, the virtual tour unfortunately is not very rich nor interactive. You can easily tell it has been built only with the idea of generating sales, without actually thinking that presenting the product with a click & buy isn’t enough if the whole experience doesn’t manage to create a little bit of engagement in the users…
In the end, I will keep going to the real store…